Having misplaced her company job in 2009, Judi Fox positioned her belongings in storage, rented out her townhouse, and commenced touring the world. Whereas away, she hoped to community with acquaintances, with the aim of reaching two individuals per day.
She instructed me, “I made a listing of everybody I knew. I began connecting with them on LinkedIn. Fairly rapidly, inside the first yr, I grew my connections to that 500-plus stage.”
Quick ahead to 2022, and her LinkedIn profile has almost 39,000 followers. Her enterprise, LinkedIn Enterprise Accelerator, advises firms and professionals on methods for that platform. And, sure, #FoxRocks is her hashtag.
How may I promote Beardbrand, my firm, on LinkedIn? I lately requested her that query and extra. Our complete audio dialog is embedded under. The transcript is edited for readability and size.
Eric Bandholz: Inform us about your journey on LinkedIn.
Judi Fox: I joined in 2009 throughout the monetary disaster. I misplaced my company job early that yr as an environmental engineer. Two days later I packed up my belongings right into a storage container and began touring around the globe. I networked that entire yr, not in search of a job, however simply visiting with individuals, attending to know them. To make ends meet I rented my townhouse.
Whereas touring I attempted to speak to 2 individuals a day. I made a listing of everybody I knew. I began connecting with them on LinkedIn. Fairly rapidly, inside the first yr, I grew my connections to that 500-plus stage.
The world has modified since 2009. My “Join” button on LinkedIn is now “Comply with.” “Join” continues to be there, nevertheless it’s buried.
Bandholz: I am going to LinkedIn solely as soon as a month or so. I like constructing relationships, however totally on LinkedIn I hear from people eager to promote me one thing. It will get exhausting.
Fox: To draw the proper viewers, take into consideration your content material technique. Attempt to undertake a management voice, which is definitely three voices. One is to be a curious chief, whereby you publish posts that generate feedback since you’ve come throughout as curious, resembling “What do you consider my new ecommerce web site?” Individuals love responding as a result of it makes them look good.
Subsequent is the creator’s voice. Maybe you present steps for beginning an ecommerce retailer.
Then there’s the voice of a useful resource. You’re posting information on LinkedIn about your business.
Bandholz: Give me an instance of how I may promote Beardbrand on LinkedIn.
Fox: Discuss how you bought began. Clarify your idea of an City Beardsman. Flip that right into a hashtag. Ask, “Are you an #UrbanBeardsmen?” “How has your beard helped you at work?” Or, “Has your beard gotten you a promotion?”
What a few “Beard of the Week” on LinkedIn the place you highlight knowledgeable?
Bandholz: Let’s get into the weeds a bit. Is it higher to put up pictures, hyperlinks, movies, or simply textual content?
Fox: What issues is creating belief and consistency over the long run. LinkedIn customers will develop into conversant in the way you present up. For instance, I adopted somebody who uploaded each Monday a one-minute video repurposed from Instagram. She grew to 22,000 followers in a yr and have become a prime voice in her class, which is sports activities.
Bandholz: You could have almost 39,000 followers. When do you put up?
Fox: “Constant” is much less about date and time and extra in regards to the tone and model recognition. The particular person within the instance I simply cited used the identical visible, the identical framing. All of us acknowledged her each time.
My viewers expects spontaneity and power. I wished to construct a model that allowed me to create season one in every of Judi Fox, take a break, come again with season two.
Plus, I run a room on Clubhouse each Wednesday. That’s supplied quite a lot of interplay and visibility. It has served me like loopy.
Bandholz: Let’s speak about a LinkedIn profile. What’s mandatory for 2022?
Fox: The very first thing is to activate creator mode in your profile. With creator mode, you get a 30-second video as a substitute of only a image of your self. You must activate it on the LinkedIn smartphone app. Add the primary video out of your telephone. Then you are able to do it out of your desktop.
The following factor is to document the 10-second audio to pronounce your title. I’ve three calls-to-action in these 10 seconds — “Hello, I’m Judi Fox. Comply with my hashtag. Go to my options part.”
The following half is to choose your hashtags. Mine is #FoxRocks. Over 1,000 individuals now comply with that hashtag, which suggests I’m on the prime of their newsfeed each time I put up.
One other profile device that I like is the bell. My banner has an emoji-like bell with an arrow beside it with the phrase “Ring” — to learn “Ring my bell.” Anybody who clicks on that bell will get notified after I put up.
You received’t see it by yourself profile. You’ll be able to’t ring your individual bell. LinkedIn simply launched that function, the bell, just a few weeks in the past. Not everybody has entry to it, I don’t suppose.
Subsequent is the featured part. It was as soon as referred to as “Media Recordsdata.” It’s now referred to as “Featured.” It’s a a lot better person expertise for potential purchasers. They might click on by way of to a course, to your podcast, to your calendar, no matter journey you need a prospect to take.
Bandholz: Right here’s the factor. My most energetic social media platform is Twitter. I put up twice a day. It’s simple. It’s fast. Ought to I re-post every part from Twitter on LinkedIn? In any other case, it turns into overwhelming to supply distinctive content material for each channels, to not point out TikTok and different social websites.
Fox: I really feel the identical. Take into consideration the viewers you’ve already constructed. Ignore what everybody tells you to do on LinkedIn. The one factor I’d emphasize for LinkedIn is to make it optimistic. Don’t ask followers to confess to a weak point, resembling, “I didn’t deal with my beard this week.” Give them rock-your-beard vibes. You’ll generate extra enterprise with optimistic framing.
Bandholz: How can our listeners join with you?
Fox: Ring the bell on my LinkedIn profile — @judiwfox. Or sort #FoxRocks in LinkedIn search. I at all times add that hashtag to my posts. I’m additionally on Twitter — @judi_fox. On Clubhouse, it’s @judifoxrocks.